Here is a clever piece of research on how people perceive you if you are chewing gum. (Note: This “research” was conducted by a gum manufacturer…so take it for what it is worth. If nothing else, it is a compelling thought piece.)

I’ve always thought that certain people who chew gum (like certain people who smoke cigarettes) look incredibly cool. If this video is to be believed, I am not alone.

On the other hand, I never smoke and rarely chew gum. On the other-other hand, I’m also not incredibly cool.

The next step here would be to figure out why, exactly, these people have such favorable impressions of the gum-chewers. What is it about the physical movement of the mouth or the cultural meaning of gum that is driving these perceptions?